Shop Direct: Secret Garden

This case study, from the UK DMA Awards 2010, shows how email and data analytics allowed Shop Direct’s brand to acquire fashion-conscious female customers.

Shop Direct: Secret Garden


CLIENT • Shop Direct

THE TEAM • Lauren Higgins, Nick Barthram, Darren Mower, Sian Norris, Andy Irving, Zoe Yardley, Kim Forbes, Steve Everest, Matt Wright, Ian Bates. Other contributor: Chris O'Brien – Freelance.

WHAT IS WONDERFUL ABOUT THIS WORK?• We used the immediacy and cost-effectiveness of email and the dynamism of behaviour-led data analytics to acquire thousands of fashion-conscious female customers. The glamour of celebrity-led fashion and a complex matrix of dynamic content delivered individualised content. We acquired 5,760 credit account customers, with an estimated total LTV of £2,880,000....

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